Abstract
Alcoholic drinks packaging and labelling encompasses a vast spectrum of sectors and issues. Premiumisation is driving growth in alcohol sales and propelling innovation in packaging and labelling. Environmental legislation and drinking-related health concerns offer opportunities and threats to the packaging sector, with labelling at the forefront of communicating proactive NPD.
Mintel has identified the following themes as representative of current areas of interest for consumers and the industry:
- Impact of new regulations on drinks labelling.
- Increasingly important role of packaging and labelling in providing both on-shelf appeal and advertising messages.
- Packaging-related environmental issues and their role in boosting innovation.
- Premiumisation as the saviour of drinks packaging and labelling, driven by increasing gift occasions, interest in provenance and, to a lesser extent, gimmicks.
- How the demand for convenience is driving the innovation in packaging.
Table of Contents
- Issues in the Market
- Key points
- Main report themes
- Definition
- Market in Brief
- Packaging sector continues to grow despite tight margins
- Drinks industry tackles legislation head on
- Premiumisation and provenance drive NPD
- Consumer research highlights target groups
- Challenges and opportunities ahead for the packaging sector
- Market Environment
- Key points
- A competitive market place
- Responsible drinking
- National spotlight on health
- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Figure 2: Trend analysis of alcohol drinkers within that year, 2003-07
- Provenance is the buzzword
- Figure 3: Agreement with selected lifestyle statements, 2003-07
- Growing awareness of ingredients
- Figure 4: Agreement with selected lifestyle statements, 2003-07
- Green and ethical considerations
- Figure 5: Agreement with selected lifestyle statements, 2003-07
- Entertaining at home inspires packaging innovation
- Alcoholic Drinks Labelling
- Key points
- Law and regulations
- Current regulations
- Figure 6: Mandatory and voluntary packaged alcohol labelling, 2007
- Proposed regulations
- Global context
- Voluntary actions (UK)
- Figure 7: Proposed label format for UK drinks
- The Portman group
- Green/ethical labelling
- Alcoholic Drinks Packaging
- Key points
- Law and regulations
- Green issues
- Raw material costs
- Premiumisation
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- The Consumer -- Packaging Issues
- Key points
- Attitudes towards packaging
- Figure 9: Consumer attitudes towards packaging of alcoholic drinks, November 2007
- Packaging exerts overt and covert influences
- Adventurers challenge allegiance to glass
- Opportunity knocks for expansion of gift packs
- Recycling duties for drinks are high across the population
- Figure 10: Symbol used on packaging showing the percentage of recycled material contained in the product
- The Consumer -- Label Awareness
- Key points
- Label reading behaviour
- Figure 11: Consumer attitudes and label reading behaviour for alcoholic drinks, November 2007
- Labels are read, particularly by Londoners and Waitrose shoppers
- Label is key for young and old when purchasing alcohol
- Labels are declared useful by most
- Only two-fifths own up to confusion
- Further Analysis -- Alcoholic Drinks Labelling
- Figure 15: Cluster groups identified according to consumer attitudes and label reading behaviour for alcoholic drinks, November 2007
- Time to reduce the clutter
- No confusing the importance of country of origin
- Figure 16: Information that consumers pay attention to, by cluster group, November 2007
- Confused (71% of Internet users)
- Who are they?
- Marketing message
- Label Users (38% of Internet users)
- Labels are perceived as an aid rather than subliminal influence
- Who are they?
- Marketing message
- Figure 17: Cluster groups identified according to consumers' attitude towards labels of alcoholic drinks
- Indifferents (16% of Internet users)
- Who are they?
- Marketing message
- Appendix
- Advertising data
- Abbreviations
- Appendix: The Consumer -- Packaging issues
- Figure 18: Consumer attitudes towards packaging of alcoholic drinks, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Figure 19: Consumer attitudes towards packaging of alcoholic drinks, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Appendix: The Consumer -- Label Awareness
- Read the label
- Figure 20: Consumer label reading behavior -- reading the label, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Choose products based on label information
- Figure 21: Consumer label reading behavior -- Choose products based on label information, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Find label information helpful
- Figure 22: Consumer label reading behavior -- Find label information helpful, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Find label information confusing
- Figure 23: Consumer label reading behavior -- Find label information confusing, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Appendix -- The Consumer -- Attitudes Towards Labels
- Figure 24: Consumer attitudes towards alcoholic drink labels, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- What is read
- Alcohol content
- Please note netted together rarely and never due to small sample size
- Figure 25: What consumers pay attention to on alcoholic drink labels -- Alcohol content (ABV%), by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Product history/provenance
- Figure 26: What consumers pay attention to on alcoholic drink labels -- Product history/provenance, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Country of origin
- Figure 27: What consumers pay attention to on alcoholic drink labels -- Country of origin, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- List of ingredients
- Figure 28: What consumers pay attention to on alcoholic drink labels -- List of Ingredients, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Calorie content
- Figure 29: What consumers pay attention to on alcoholic drink labels -- Calorie content, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- What food to serve it with
- Figure 30: What consumers pay attention to on alcoholic drink labels -- What food to serve it with, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Appendix: The Consumer -- Attitudes Towards New Labels
- Figure 31: Consumer attitudes towards new proposed alcoholic drinks labels, by gender, age, region, social grade, newspaper readership, household income, age of children in household, Internet usage, supermarket used and TV reception, November 2007
- Appendix: The Consumer -- Further Analysis
- Figure 32: Label lovers, Confused and Indifferents cluster groups by demographics
